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Despite the rise of visual content in marketing practice, guidance on visual storytelling remains scarce. Integrating neo-archetypal theory with practice theory, this paper examines whether archetypes can facilitate the translation of specific plot-based brand stories into still images, and how managers can select single-image content to create cohesive and consistent articulations of archetypes over time.
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We investigate the novel premise that a personal signature – an individual’s own handwritten version of their name – can prime identities when used as an extrinsic cue. Keri L. Kettle and Antonia Mantonakis

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